The antecedents and outcomes of emotional ambivalence in rites-of-passage advertising

Pochun, T 2014, The antecedents and outcomes of emotional ambivalence in rites-of-passage advertising, Doctor of Philosophy (PhD), Media and Communication, RMIT University.

Document type: Thesis
Collection: Theses

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Pochun_appendices.pdf Thesis application/pdf 56.71MB
Pochun_thesis.pdf Thesis application/pdf 3.56MB
Title The antecedents and outcomes of emotional ambivalence in rites-of-passage advertising
Author(s) Pochun, T
Year 2014
Abstract My thesis investigates the antecedents and outcomes of emotional ambivalence with regard to rites-of-passage advertising. To enable the examination of emotional ambivalence, semantic differential scales of consumer emotions were developed by identifying opposites of the positive and negative variants of emotions found in the Hierarchy of Consumer Emotions (HCE) of Laros and Steenkamp (2005). Using these scales, it was determined whether or not consumers experienced emotional ambivalence when engaging with rites-of-passage advertisements. And if they did, what were the resulting affective endpoints? The elements of a print advertisement were also explored to consequently establish their role in determining emotional ambivalence. The influences of emotional ambivalence on consumers’ involvement with rites-of-passage advertisements were also examined.
The methodology was in two parts. The first part dealt with the development of semantic differential scales of consumer emotions by collecting data from 53 participants via four web surveys. Using the scales, the second part examined data collected from a total of 105 participants via six web experimental surveys. In the web experiments, rites-of-passage advertisements were used as stimuli to obtain emotional ambivalence data. Correlational and Crisp Set Qualitative Comparative Analyses (csQCA) were implemented to analyse the data.
The findings show that the visual and textual elements in rites-of-passage advertisements contribute to consumers’ experience of emotional ambivalence. Such ambivalence usually results in a negative emotional state and decreases the level of consumer involvement with the advertisement.
My research contributes to the body of knowledge by expanding on the various nuances of opposing emotions that can be experienced as a result of engaging with advertisements and by providing a clearer understanding of the roles of the visual and textual elements of advertisements as drivers of emotional ambivalence. My research also uncovers certain relationships between the experience of emotional ambivalence and consumers’ advertising involvement. The practical implications provided by my thesis pertain to a better understanding of how advertisers can communicate more effectively to their audiences through rites-of-passage advertisements.

Degree Doctor of Philosophy (PhD)
Institution RMIT University
School, Department or Centre Media and Communication
Keyword(s) Emotions
Emotional Ambivalence
Advertising Involvement
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Created: Fri, 12 Sep 2014, 11:10:56 EST by Maria Lombardo
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